The Center for Scientific Documentation and Information (PDII) The Indonesian Institute of Sciences (LIPI) has been transformed into a Center for Scientific Data and Documentation (PDDI). for the re-branding of this unit, PDDI invited the Chairman of the West Java Advertising Company Association (P3I) Iman Sulaeman in the Focus Group Discussion (FGD): Building the PDDI LIPI Corporate Branding ” on Friday (20/6) in LIPI Jakarta. Iman explains that a brand is an identity which is a combination of reputation and consistency. “Brands are not just names, slogans, logos and designs,” he added.
Iman conducted a simple survey involving 20 respondents to find out what is in the minds of respondents as the public representation about LIPI. Respondents’ answers that were graded by him were Smart People, Professors, Research, Seriously, and Oldish. Next, Iman gives tips on steps to create a brand. First, determine the goal. Second, conduct a competitor analysis. Third, determine the target audience/market segmentation. Fourth, find brand positioning.
Alongside with Iman, Jakarta Regional Public Relations Manager – LIPI’s Cooperation, Legal and Public Relations Bureau, Dyah Rachmawati Sugiyanto said that there are 4 stages of branding that are commonly applied, namely brand awareness, perceived quality, brand association, and brand loyalty. “We can start to discuss the brand awareness stage, by mapping public segments, PDDI targets, and PDDI positioning now,” he said. “Branding starts from internalization and cannot be done by just one unit, but must be together within the scope of a corporation,” he said.
This FGD is the first step of PDDI to introduce its new function for the public. Previously PDII functioned as a library collection administrator, now PDDI functions as the appointed administrator of Indonesian research data. (drs)




